What is Cosmetic Dentistry Marketing?\u00a0<\/b><\/h2>\n
For example, TEGNA\u2019s e-book, <\/span>Checking the Pulse of the Healthcare Consumer<\/span><\/i><\/a>,<\/span><\/i>\u200b expects a 13% increase in dental visits in 2023, thanks to an eagerness to pursue wellness. Improving the quality of life is the top motivator for 52% of consumers, and 12% are motivated by wanting to change their appearance. Unsurprisingly, massages and teeth whitening were the most popular wellness activities completed last year.\u00a0<\/span><\/p>\n What do these insights mean? Now is the time to ramp up marketing and advertising, create cosmetic dentistry ads to attract new patients, and position your business as the vital choice in quality care.<\/span><\/p>\n With so many ways to market and advertise your cosmetic dentistry brand, which tactic will be most effective? Based on the findings of <\/span>Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/a><\/em>, a dental brand\u2019s marketing and advertising messages should do the following:<\/span><\/p>\n TV advertising<\/span><\/a> remains one of the top ways dental brands can generate business and should always be considered when creating a great <\/span>media plan.<\/span><\/a> TV ads are visual mediums, usually 15 to 30 seconds long, that tell a brand\u2019s story and show off its products or services with the goal of getting the viewer to take action.\u00a0<\/span><\/p>\n TV ads also allow dental brands to build brand awareness among a national audience or connect to live and <\/span>local audiences<\/span><\/a>. By creating emotional connections, leveraging the power of celebrity, or leaning on nostalgia, TV ads can help a brand get the phones ringing and get people visiting the brand website or brick-and-mortar location. <\/span><\/p>\n 2. Partner with Local News Organizations<\/b><\/p>\n Local news channels are a vital way for communities to receive patient education, and 60% of consumers who get health information from local news trust brands that advertise in their content. These stations have earned the trust of their viewers to amplify\u200b your message at scale.<\/span><\/p>\n In fact, TVB recently found that <\/span>local broadcast news is the most trusted platform<\/span><\/a> for viewers \u2013 and that <\/span>trust halo<\/span><\/a> extends to brands, as consumers are more likely to buy from brands that advertise alongside sources of information they trust.<\/span><\/p>\n TV advertising is extremely effective<\/span><\/a>, and as viewing habits continually change, brands that thrive combine <\/span>linear broadcast and streaming platforms<\/span><\/a>. While broadcast has unmatched reach, streaming adds advanced targeting layers to reach additional areas and specific audiences. Combining a cross-platform strategy for your cosmetic dentistry TV advertising will enable you to reach a wider audience demographic with diverse viewing preferences.<\/span><\/p>\n Gartner reveals that only <\/span>53%<\/span><\/a> of decisions are influenced by marketing analytics. Although marketers strive to be data-driven, cognitive bias and data management prevent obstacles. A marketing attribution tool \u2013 such as <\/span>TEGNA Attribution<\/span><\/a> \u2013 can help companies overcome some of these hurdles by providing information related to campaigns in a clear and digestible format. With marketing measurement, teams can determine which campaigns were successful and power their cosmetic dentistry advertising campaign using the metrics behind app downloads, website visits, TV and streaming habits, and more.<\/span><\/p>\n Did you know that less than half of patients understand what differentiates the hospitals in their area? Applying this insight to all healthcare brands, you can highlight competitive differentiation using cross-platform video storytelling and <\/span>cross-channel marketing<\/span><\/a>.\u00a0<\/span><\/p>\n This could include addressing consumer pain points found in <\/span>Checking the Pulse of the Healthcare Consumer<\/span><\/i><\/a>, such as<\/span><\/i>\u00a0long wait times and inconvenient appointment times.\u00a0\u00a0<\/span><\/p>\n Or, your creative assets could focus on the 52% of consumers who get elected procedures and choose to do so to improve their quality of life.<\/span><\/p>\n Since cosmetic dentistry isn\u2019t generally covered through insurance, it\u2019s important to be transparent about payment plans and financing options. Increase transparency around costs to help avoid sticker shock. Explore payment plan options to help consumers better afford costly procedures or highlight a sliding scale for those without insurance.<\/span><\/p>\n When audiences become captivated and emotionally connected to an ad, it improves brand awareness and ad recall and increases purchase intent. Before the pandemic, creative that performed well told a patient\u2019s story. During the pandemic, the best-performing ads focused on health and wellness \u2013 things like how to keep yourself safe. <\/span><\/p>\n In 2024, we\u2019re seeing that viewers want to hear a caregiver\u2019s perspective as much as they want to listen to the patient\u2019s. Showing a personal patient-provider experience in cosmetic dentistry advertising resonates with consumers and helps them feel more connected to the practice, building trust.<\/span><\/p>\n Data from the <\/span>Advertising Research Foundation<\/span><\/a> indicates that using more platforms, rather than attempting to choose one platform over another, is the best way to increase marketing ROI. This is called the \u201ckicker effect,\u201d whereby marketers strategically combine media for up to 60 percent more return. At TEGNA, we recommend a cross-platform campaign that includes the following:<\/span><\/p>\n Linear TV can be used to drive interest and awareness that kick off the consumer journey with broad market reach to motivate action and create a spike in search.<\/span><\/p>\n Use OTT streaming to amplify your linear TV campaign and extend your message across premium networks and providers to ensure dedicated and engaged audiences see your ad.<\/span><\/p>\n Online advertising, such as <\/span>video ads<\/span><\/a>, display ads, <\/span>native ads<\/span><\/a>, and high-impact units on TEGNA station websites and apps, can reach an engaged audience within a trusted, local community environment to increase brand awareness and drive conversions.<\/span><\/p>\n While your brand can reach a large and engaged audience through broadcast, streaming adds an extra layer of targeting and scale to capture audiences that can\u2019t be reached through linear alone\u2014like cord-cutters and cord-nevers, those who watch on gaming consoles or through streaming sticks, on CTVs, or laptops. With streaming, you can narrow your target audiences based on DMA or geography, from regions and states all the way down to ZIP codes, consumer trends such as interests, intenders, in-market shoppers, and more, creating extremely granular targeting options.<\/span><\/p>\n Additionally, digital opportunities allow you to extend your dental brand\u2019s reach even further with new audience-targeting capabilities. For example, <\/span>TEGNA AudienceOne<\/span><\/a> leverages first-party audience data from TEGNA station websites and apps to help advertisers make meaningful connections with high-value customers.<\/span><\/p>\n Lack of effective measurement is no longer a limitation to <\/span>TV advertising<\/span><\/a>, as linear and streaming ad campaign results can now be measured with a tool like <\/span>TEGNA Attribution<\/span><\/a>. This measurement tool allows our partners to measure the effectiveness of their TV and OTT campaigns by connecting viewing behaviors to engagement metrics, such as website visits, app downloads, and more. TEGNA clients will now know who saw an ad and visited their website. This data can then be used to make optimization decisions and maximize the campaign\u2019s effectiveness.<\/span><\/p>\n There are numerous <\/span>examples of brands using dentistry ads<\/span><\/a> to promote their businesses effectively. Check out the examples below:<\/span><\/p>\n Why it works:<\/b> This ad addresses pain points covered in <\/span>Checking the Pulse of the Healthcare Consumer<\/span><\/a> by <\/em>mentioning massages and teeth whitening and communicates key differentiators. What other brands offer Beats Headphones to listen during procedures? It also covers the consumers focused on wellness and appearance by providing a \u201chealthy, sexy smile you know you deserve.\u201d\u00a0<\/span><\/p>\n![\"Download](\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/04\/46108-In-article-CTA-banner-min-720x186.jpg\")
<\/a><\/p>\n7 Marketing Tactics for Cosmetic Dentistry<\/b><\/h2>\n
1. Use Television Ads<\/b><\/h3>\n
3. Combine Linear TV with Streaming and Digital<\/b><\/h3>\n
4. Identify Key Metrics For Success<\/b><\/h3>\n
5. Differentiate Your Cosmetic Dentistry Practice<\/b><\/h3>\n
6. Be Transparent Around Pricing<\/b><\/h3>\n
7. Utilize Storytelling<\/b><\/h3>\n
The Power of Cross-Channel Promotion<\/b><\/h2>\n
Linear TV<\/b><\/h3>\n
OTT Streaming<\/b><\/h3>\n
Digital Elements<\/b><\/h3>\n
What Are The Benefits of Using Digital and Streaming Marketing for Cosmetic Dentistry?<\/strong><\/h2>\n
Targeting Capabilities<\/b><\/h3>\n
Data Collection & Measurement<\/b><\/h3>\n
<\/a><\/p>\nExamples of Successful Cosmetic Dentistry Ads<\/b><\/h2>\n
Mint Dentistry Uses Insights for Great Creative<\/b><\/h3>\n